Unexpected? Most teenage pregnancies are.
We created this teen pregnancy awareness campaign with photographer Tim MacPherson and Serve, Milwaukee, back in 2007. The campaign originally ran in Milwaukee that same year but came back earlier this year. With a bang!
The Chicago Health Department re-launched it in their city and it quickly got picked up by the media. It has since led to a widespread media storm, with items in tv shows such as ABC's Good Morning America and the Huffington Post. It even reached Australia.
It's great to see the people's reaction to something we were excited about while we were working on it.
And, most importantly, the campaign has effect. Milwaukee has seen a 10% drop in teen pregnancies after running this campaign!
Photography: Tim MacPherson (www.timmacpherson.com)
Agency: Serve, Milwaukee (USA)
Creative Direction: Brent Goral
Production: Mad For It Productions, Barcelona
Retouching: Patrick Bras @ Eclipse Retouch
